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Search share slipped, but share of search ads sold increased, according to a new study covered by Reuters.

New industry data out on Tuesday showed Yahoo Inc may have started gaining share in the Web search ad market against Google Inc even as Google’s share of search audience inched up.

One study by RBC Capital using data on ad-buying trends from Web search marketing firm SearchIgnite shows Yahoo outpacing Google in spending on search advertising, ad viewership and click-through rates during the first quarter.